Dove launches a Strong Campaign against the Beauty Test:- Nine out of ten women in India feel that they are rejected and judged based on their looks when they attend the marriage process for looks. 68 percent of them as per the recent survey claim that the rejections are based on the beauty during the arranged marriage process. This even spoils their confidence and their self-esteem. This is revealed through the survey 'India's Beauty Test 2020' that is conducted by the brand Dove. As per the survey, 1057 women between the age group of 18 to 35 years are interviewed in 17 Indian cities. The women had several reasons for rejection and some of them cited pressure, anxiety in the run-up arranged marriage.
(Video Source: Dove India)
Dove launched a campaign #StopTheBeautyTest and urged people to stop the beauty test. A film is released as apart of the campaign which came out after several controversies. There are several challenges women have been facing in this process after which the idea of #StopTheBeautyTest came. The movie captures the incidents in the process of matchmaking and how women are rejected, ignored for not being beautiful. It narrates about how these have an impact on their confidence. The film sends a strong and powerful message for the society to prevent the Beauty Test before marriage. Priya Nair called it unfortunate in a country that has 631 million women.
Dove says that the beauty should come out of confidence and not anxiety. Dove is also partnering with several matrimonial platforms to take the campaign further. Dove is working to partner with women's magazines in India and celebrate the beauty of women.